Market With Me Quikly

This is the final episode of the first season of Market with Me Quikly — a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better.

When we started making this podcast, we did not anticipate that we were going to be in the middle of a pandemic. We then saw just how big of a toll this environment had on B2C marketers, so we did everything we could to launch right away. We asked consumer psychologists, neuroscientists and professors for their expertise around how to market during a pandemic. We talked to consumers about how their spending habits had changed when they entered quarantine. And we spoke to marketing leaders at brands like Vera Bradley who told us what they were struggling with.

We wanted to give you the information that didn’t make it into earlier episodes because we were focusing on marketing during the coronavirus. There was a lot of amazing insight from our experts that was never shared — so in this episode, we bring you that.

To wrap up this series, we have some tips based in consumer psychology that can help improve your marketing strategy.

This is the tenth episode of Market with Me Quikly — a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better.

In this episode, we talked to Prince Ghuman. He is the co-author of Blindsight: The Mostly Hidden Ways Marketing Reshapes our Brains — which was released in May. Prince brought over ten years of marketing expertise to this book — while his co-author Matt Johnson, brought a background in neuroscience. I talked to Matt in an earlier episode that you should check out as well.

Prince’s experience has spanned from consumer packaged goods to e-commerce and cryptocurrency. He started his first company while attending UC San Diego. Most recently, he held dual roles as the U.S. Director of Consumer Marketing and the Global Director of B2B Marketing for OFX.

He is currently a Professor of Neuromarketing at Hult International Business School in San Francisco.

Prince is a contributor to media outlets including Forbes, Refinery29, & The Washington Post.

He was named one of the San Francisco Chornicle’s 'Movers and Shakers'

This is the ninth episode of Market with me Quikly — a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better.  We’ve been thinking a lot about how marketers re-engage customers and accelerate sales as states and businesses start opening back up. We have a free webinar coming up with Vibes on how to do just that with email & SMS marketing. If you’re listening to this before Thursday, May 28 at 10:30 a.m., here's the link to join: https://hq.quikly.com/en/webinar-reengage-customers-accelerate-sales

For a replay of this webinar after May 28, head to https://www.quikly.com/

On this same topic and how marketers can navigate the uncertain and unstable climate ahead, I got the insight from a noted industry expert in all disciplines of branding — Allen Adamson. He has worked with businesses in industries ranging from packaged goods and technology, to health care and financial services, to hospitality and entertainment. His most recent book, Shift Ahead — details how organizations can stay relevant and recognize when it’s time to change.

Allen is Co-Founder and Managing Partner of Metaforce, a disruptive marketing and product consultancy firm. In addition to that, He’s an NYU Stern Adjunct Professor of Marketing.

He has appeared on shows like ABC News Nightline, NBC’s Today Show, CNBC’s Squawk Box — in addition to several publications.

Allen is a graduate of S.I. Newhouse School of Public Communications at Syracuse University, and received an MBA from New York University’s Stern School of Business.

This is the eighth episode of Market with Me Quikly — a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better. If you’ve listened to earlier episodes, you know we’ve been talking a lot about how to market during a pandemic. We’ve interviewed consumer psychologists, behavioral scientists, university professors, consumers and a few marketers.

In this episode — we spoke to Jillian Speck — the Brand Marketing Manager at Vera Bradley.

She’s worked at Vera Bradley for over four years now. Her main focuses are helping to plan and execute omni-channel marketing campaigns and projects, including collaborations and licensing ventures.

She received her degree in Marketing from the Kelley School of business at Indiana University.

This is our conversation with Jillian.

This is the seventh episode of Market with Me Quikly -- a podcast to inform, educate and assist B2c marketers in doing their jobs just a little bit better. If you’ve listened to previous episodes — you know that we’ve been talking all things marketing in the age of coronavirus — with a heavy focus on consumer psychology. While this is important for marketers to understand, there is something even deeper that’s going on in a consumer's brain. And that’s neuroscience.

We wanted to learn more about some key elements of consumer neuroscience to unpack even further how consumers are responding to a global pandemic. So we called Matt Johnson. He's a researcher, writer, and speaker  — working at the intersections of neuroscience, technology, and business. He received his Ph.D. in Cognitive Psychology from Princeton University, where his dissertation focused on the neuroscience of language and communication. His research focus is now on applying this perspective to better understanding consumer experience and decision making. He is the founder of the consumer behavior blog PopNeuro, and the author of Blindsight: The (Mostly) Hidden Ways Marketing Reshapes our Brains

This is the sixth episode of Market with Me Quikly -- a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better. By now, you're well aware the coronavirus has affected the way we live our lives. The fear of a pandemic and mandates to stay home has undoubtedly changed consumer behavior. And if you've been grocery shopping in the last few weeks, you've probably seen a few empty shelves, maybe even empty aisles. That certain products, specifically toilet paper, have been hard to come by. Because people have been stocking up on items that they perceive as scarce, stores like Kroger have put limitations on the number people can buy. We wanted to know: why are consumers responding like this? So we called Dr. Kelly Goldsmith. 

Dr. Goldsmith is a behavioral scientist who examines consumers’ responses to uncertainty and scarcity, uncovering and explaining seemingly paradoxical effects. In one line of research, for instance, she finds that incentives of uncertain value can be just as motivating as incentives of guaranteed high value. In another body of work, she shows that resource scarcity (a state of uncertainty) can lead consumers to be more generous, not just more selfish. She also demonstrates that associating a brand with innovation can actually reduce consumers’ interest in the brand’s products, because buyers associate innovation with uncertainty. She has dedicated herself to this area because marketers must understand how consumers respond to uncertainty in order to understand and predict consumer behavior.

Dr. Goldsmith began her research program as a doctoral student in marketing at Yale University, where her research on self-regulation integrated behavioral decision theory with goal theory. After receiving her doctorate, Dr. Goldsmith joined the Kellogg School of Management as an Assistant Professor of Marketing. At Kellogg, she received multiple honors and awards for both her research and teaching. In 2017, she joined the Owen Graduate School of Management at Vanderbilt as an Associate Professor of Marketing. She publishes regularly in top marketing and psychology journals, and is currently serving on the editorial review boards of three major marketing journals: the Journal of Consumer Research, the Journal of Marketing Research and the Journal of Consumer Psychology.

This is the fifth episode of Market with Me Quikly -- a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better. When we began talking to consumers across the country, we wanted to know how they were engaging with brands during a global pandemic. This is when we realized just how important these interactions between brands and consumers are right now -- in providing products and experiences that are of service to people who are just trying to get by. In this episode, consumers reflect on how the coronavirus has changed their spending habits.

This is the fourth episode of Market with Me Quikly -- a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better. It's a struggle to exist right now as the coronavirus has the world seemingly in their homes. In this episode, we talk to consumers across the country about the evolving role of social media as they exist in quarantine. Not only are people using it to stay connected to friends and family, but to also stay informed and shop for essentials. We thought it would be helpful for marketers to hear firsthand how consumers are engaging in new and meaningful ways on the internet. 

This is the third episode of Market with Me Quikly -- a podcast to inform, educate and assist B2C marketers in doing their jobs just a little bit better.

Because of the coronavirus, people are home. And as they continue staying in, social distancing and self-quarantining, they are spending their time differently. Because of this -- consumer behavior has changed. How people are spending their money has changed. Life has changed. I started wondering - what does this mean long term? And how do we deal with this currently?

Which led me to a Ted Talk by Dr. Selin Malkoc on how consumers use time. She holds a Ph.D. in marketing from UNC - Chapel Hill -- and is an Associate Professor of Marketing at The Ohio State University. Her research examines how consumers make present and future decisions, how they make judgements about the passage of time, and how they choose to use their time. Within it, she identifies anomalies in human behavior, understands the psychological underpinnings of these anomalies, and tries to identify remedies to overcome them. Her work has appeared in marketing and psychology journals. In addition to places like the New York Times, Huffington Post, CNN, and many more. Dr. Malkoc is the recipient of several prestigious awards like the Paul E. Green Award and the William F. O’Dell Award.

She offers her perspective on how consumers are behaving in our current climate.

This is the second episode of Market with Me Quikly. We created this podcast to inform, educate and assist marketers in doing their jobs just a little bit better, which became even more necessary once the coronavirus pandemic had the entire country on standstill. The stock market took a hit, people began losing their jobs, a stimulus package is now in the works. Not to mention, tens of thousands are dying around the world from COVID-19.

So, right now, we’re in the thick of it. And it looks like we’re going to be here for awhile. We’ve been hearing from marketers firsthand just how difficult it is to navigate doing their jobs in this environment.

Which is why I called Professor James Wilkie -- at the University of Notre Dame.

In addition to teaching students, he’s a consumer psychologist. His research examines how environmental cues and social norms can (automatically) influence consumers.

His work has been published in some of marketing and psychology’s lead journals -- in addition to The Wall Street Journal, The Washington Post, NPR and many more. The Marketing Science Institute's Academic Trustees named his article titled "Is Eco-Friendly Unmanly? The Green-Feminine Stereotype and Its Effect on Sustainable Consumption”  a "must-read" for marketers.

His projects have explored 1) the impact of gender perceptions and identity on consumer preferences of men vs. women, 2) how qualitative aspects of numeric information can bias consumers and 3) how activating "consumer" mindsets changes judgments and decisions.